The digital revolution has caused a seismic shift in the PR industry. It's altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we've been, where we are and where we're going. It's a manual for practitioners looking for guidance and ideas on how best to navigate this changing space.
This PRCA Practice Guide is designed to help PR people, clients and employers do the right thing in the turmoil of a crisis. Planning, preparation, resources, training: seizing and keeping the initiative; managing the aftermath. With numerous real-life examples and practical exercises plus advice from PR experts, journalists and editors.
If you are thinking about starting your own consultancy; have started one and hit your first round of growing pains, or are a veteran looking at an exit, this book is for you.
How to get better results from the stories you offer the media. How to use journalists' own writing rules; research and interviews; composition and structure; media language and style; headlines and leads; quotes; self-editing. Special sections on writing for screens, using photography/video/infographics and pitching stories to the media.
The book aims to give senior executives and communications professionals a guide to the importance of reputation (in terms of how positively or negatively an organisation is perceived by stakeholders such as employees, customers and members of the media), and inspire their thinking in managing reputation.
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